What is Your Brand's Social Media Diet?
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Hi guys, This is CoyCOY CABALLES
Social Media Manager, Globe TelecomChairman, Events Committee, Philippine Blog
AwardsVideo Blogging for 3 years
Blogging for 7 years
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Who in here is still actively using
?
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Years ago, most of us only had
as our social networking site
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BUT NOW WE HAVE ALL THESE
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might be over or even undernourished.
You Your Brand
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What is your brand’s
SOCIAL MEDIA DIET?
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APPETIZER
DRINKS
MAIN COURSE
DESSERT
Today’s Menu
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APPETIZERFacts and statistics that
will build your social media appetite .
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Is there a social media demand for brands?BRAND: I have an official
website or portal. That should be enough.
MYTH
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Have you visited an official brand/company website in the last 6
months?
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Which of the following have you done with your social networking profile?
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Have you ever joined a brand community online?
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13
Reaching 95% social media participationin the Philippines
It’s no wonder that we have been named theSocial Networking Capital in the World
> Facebook: 93.9%> Twitter: 16.1%> LinkedIn: 1.9%> Internet Use: 29.7%
We are truly marked for greatnessin the social media space
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APPETIZER
DRINKS
MAIN COURSE
DESSERT
Today’s Menu
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DRINKSWhat is the right mix of
channels for your campaign? The drinks you serve will
depend on the kind of party you’ll host.
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PUBLISH + BROADCAST
In the last few centuries, the role of marketing campaigns
was only to:
BOOKSNEWSPAPERS
TELEVISIONRADIO
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BROADCAST + PUBLISH
+ ENGAGEMENT
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BROADCAST PUBLISH ENGAGEMENTPRODUCT PUSH
EVENT LIVE UPDATES
LOCATION-BASED
VIDEOSPHOTOSPRESS
RELEASES
INFLUENCER PROGRAMCONTESTSHASHTAG
CAMPAIGNS
SOCIAL MEDIA BASIC ROLESEach role still has several subroles.
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You have to choose the right mix of conversations online for your
campaign.
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How do you choose the right mix?
What is the Party? PIN DOWN YOUR CAMPAIGN OBJECTIVE
Who is coming? IDENTIFY THE ROLES OF SOCIAL MEDIA TO ACHIEVE THAT OBJECTIVE
Select the Drinks. CHOOSE THE BEST CHANNELS FOR THAT ROLE
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SAMPLE CAMPAIGN
CAMPAIGN OBJECTIVE: Massive Awareness
ROLE OF SOCIAL MEDIA: Launch a Viral Campaign
BEST CHANNELS: Twitter (Hashtag Campaign),
Facebook (Promo), Blogs
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SAMPLE CAMPAIGN
CAMPAIGN OBJECTIVE: Remind Consumers to Buy
ROLES OF SOCIAL MEDIA: Location-Based Marketing, Frequent Updates
BEST CHANNELS: Foursquare (Tips), Twitter (Hourly Updates)
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SAMPLE CAMPAIGNCAMPAIGN OBJECTIVE: Educate
ConsumersROLES OF SOCIAL MEDIA: Publish
mechanics and answer inquiriesBEST CHANNELS: Portal,
Twitter/Facebook (Customer Support)
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APPETIZER
DRINKS
MAIN COURSE
DESSERT
Today’s Menu
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MAIN COURSESocial Media Content. So good –
you just wanna share!
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CONTENT ala KING
Why is Content King?Starts a conversation
Creates links, interactions, PageRank and EdgeRankCompels people to share which leads to more visibility
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CONTENT ala KING
Chicken, Beef, Pork or Fish? Content is available in the
following format:VIDEOS TEXT IMAGES LINK
GAMES AUDIO
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CONTENT ala KING
Who cooks? Content creators:Publishing industries, media, businesses, brands
YOU
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CONTENT ala KINGThe Recipe. Tips in creating
content:Create Quality, Sharable, Findable Content
Make use of your Expertise.Provoke Emotions.
Ask for Content.
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APPETIZER
DRINKS
MAIN COURSE
DESSERT
Today’s Menu
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DESSERTThe carrot. The sweetener.
The cherry on top.
How do you reward your community?
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SWEET REWARDSUse your own products as carrot
Offer exclusivity to your fansGive time to listen & respond to commentsRecognize individual fans and feature them
Enable fans to do good and contribute to a cause
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Final Step
MEASURE YOUR WAIST
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MEASURE YOUR WAIST
BASIC MEASUREMENTS
No. of Followers / Fans / Likes / SubscribersNo. of Comments
No. of SharesNo. of Retweets / Reblogs
No. of Links / Blog MentionsViews
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MEASURE YOUR WAIST
ADVANCED MEASUREMENTS
Clout / Influencer ScoreResponse / Resolution Rate
Share of VoiceInteraction RateSentiment RatioSocial Media ROI
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MEASURE YOUR WAISTTIPS IN MEASUREMENT
Experiment with your tools.Accuracy of measurement will depend on these (usually free) tools’
algorithms. Make sure you acid test before you use in your campaigns
Always contextualize your measurements.Identify timeframe and worth of investment to
properly gauge the significance of your results.
Be your own benchmark.Improve by beating your own social media
record.
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Have a Healthy
SOCIAL MEDIA Lifestyle!
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Follow Us in Social Media
PERSONALBLOG: CoyCaballes.tumblr.com
TWITTER: @CoyCaballesFACEBOOK: Facebook.com/Coy.Caballes
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SourcesThe Socialisation of Brands, Wave 5 by Universal
McCannOpen Forum
http://www.openforum.com/articles/4-creative-ways-to-reward-your-facebook-fans
24/7 Wall St.
http://247wallst.com/2011/05/09/the-ten-nations-where-facebook-rules-the-internet/
*Images are from various sources.